[Dalya’s Note: This blog post was originally published 5/14/13 by Nancy Schwartz, Strategist-Speaker-Consultant GettingAttention.org. Nancy Schwartz (nancy at nancyschwartz.com) helps nonprofits succeed through effective marketing. For more guidance like this, subscribe to her e-update. Today we pick up where Nancy left off in Part 1.]
3. Key Messages or Talking Points
Value
Succinctly elaborate on your positioning statement and provide the necessary proof required for validation, while enabling you to tailor your messaging to specific groups within your network.
Definition
A set of four to six key messages that build on the information conveyed in your positioning statement and respond to most common questions asked by your current and prospective network.
Most talking points should run no more than two sentences. Develop a set at the organizational level first; and follow (if needed) with sets for specific target audiences, programs and/or campaigns.
Be prepared with supporting points (a.k.a. proof points) for each talking point.
How to Use
- Use in both written and verbal conversation.
- However, talking points do not represent the exact words that must be used (especially in conversation), but rather convey the essential ideas to be conveyed. They can be customized for greater impact–to the specific interchange, the interests of the person you’re speaking with or emailing, and/or the topic of conversation.
Examples
Note proof points associated with the talking points in some of these examples.
- Advancing Equality
- Beverage Container Recycling
- Walk to School
4. Elevator Pitch Catch
From the moment the first elevator sped upwards in 1853, people have been polishing their elevator pitches. The idea was that if the big prospect ever strode into your elevator, you’d be able to dazzlingly explain your organization and your role there by the time you reached your floor.
But that traditional elevator pitch is dead! Here’s why, and guidance on how to persuade people to give, volunteer and support your cause today:
1) Today, we work constantly to move people, not just the prospect and not just in the elevator. We’re working to persuade fans, colleagues, our children and friends—who are all overwhelmed by media and messages—all the time. It’s a tough sell.
2) Your conversational partner—or child, program participant, colleague or board member—doesn’t care what you want. She cares mainly about her own needs, wants, passions, habits and dreams, and those of her near and dear.
It’s not selfish, it’s human. We have to filter somehow.
If your pitch relates, great. If not, nada. And the only way to find that match—if there is one—is to a) get attention, b) learn about what’s important to your partner.
Value
Enables you to listen and learn from any social contact (not just those that take place in an elevator). If there’s interest in your issue and/or org, you can turn it into a “first step” conversion opportunity (asking for more information, scheduling a call, etc.) in 60 seconds or less.
Definition
A conversation customized to the interests of the person you’re talking with, the context of your conversation and the first-step “ask” you’ll be making and/or other factors. Takes no more than 60 seconds to deliver; 30 seconds is ideal.
These are the four steps to get there. Start with step one and end with step four, but the order of steps two and three can vary:
- The lead-in. This is where you introduce yourself and your role in your organization to set up the conversation. It’s intended to spark the interest of the person you’re speaking with.
- The question. This is the hook, an open-ended conversation that allows you to assess the interest level of your conversational partner. Remember to pause after you ask, to wait for an answer.
- The differentiator. Proceed here only if you get interest in response to your question. Your differentiator identifies your organization as providing a unique resource valued by the person you’re speaking with (build from what you’ve heard), one that deserves immediate attention.
- The first-step call to action. This is the request to schedule a follow-up call to discuss the matter further, make an online contribution or participate in a meeting on the issue, thereby making the conversion. Make it specific, clear and doable (e.g. don’t ask too much, especially in an initial conversation).
NOTE: It’s vital that the “pitcher” is adept at following the lead of his conversational partner to make the most of the short period he has. Role playing is a proven way to build this skill.
Examples
Hi, I’m Mora Lopez. I’m a senior at Santa Fe High School and a volunteer with Open Door. We host workshops at our school so that adults can learn English. We’re the only free adult ESL class in town.
Do you know that out of the 30 million adults who are below basic reading and writing levels, almost 40% are Hispanic? PAUSE, continue only if there’s clear interest.
Our participants report back that learning English has made a remarkable difference in their lives, both professionally and personally, and we want to grow the number of students we can handle.
Would you like to share your email address? That way we can keep you posted on the program as it continues to grow.
Now It’s Your Turn—Next Steps
Your next step is to inventory your organization’s current message platform against this checklist:
- What elements are in place as defined above (or near enough)?
- For those that are in place, were they created based on the four “must-dos” outlined at the beginning of this article?
- If yes, you have some of the four cornerstones already in place.
- If no, you’ll need to start at the very beginning, with your positioning statement.
- For those cornerstones you need to revise, or create for the first time:
- Start with clarifying your communications goals.
- Identify those you need to engage to meet those goal, and get to know them.
- Start shaping your cornerstones based on this framework.
What’s holding you back from effective messages?
